Portavoce | Success Stories | B2B marketing communications agency

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Industrial Manufacturer SLIPNOT Positions Itself as Trusted Safety Partner and Grows Business by Activating New Brand

When SLIPNOT rebranded from a flooring manufacturer to a safety innovation partner, it became a launching point for outbound marketing, expanding its customer base across various industrial sectors.

The company turned to Portavoce to create storytelling and marketing content that mobilized the brand and generated inbound leads from dozens of high-value customer accounts.

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The Challenge

Amplify New Brand to Establish Authority and Generate Inbound Leads from Growth Sectors

SLIPNOT invested significant resources in rebranding the company and its products to resonate with engineers and safety professionals, whose trust was essential to its growth. The small team of four in-house marketers wanted a marketing communications agency with specific expertise in industrial sectors and a proven record of helping business-to-business brands flourish. SLIPNOT turned to Portavoce for its expertise in promoting next-generation technologies and working with B2B companies during critical growth stages.

“Equipped with a compelling new brand platform, we wanted to take it to the next level. We needed a partner to scale our content marketing and amplify the brand message across multiple channels,” said Maryann Wilson, Brand and Customer Marketing Lead at SLIPNOT.

“With Portavoce, we found a true partner. The campaigns we collaborated on generated 35 new high-value customer targets, leading to deals valuing $250,000.”

Maryann WilsonCustomer Marketing Lead

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The Solution

Shifting Perceptions and Motivating Action with Messages that Convert

Portavoce’s industrial sector experts designed an integrated marketing communications campaign to increase brand visibility and motivate action among facility managers and building and specifying engineers in the industrial and manufacturing industries.

The always-on programs included thought leadership, product publicity, email marketing, and social media content. The agency collaborated with SLIPNOT’s surface safety experts to develop bylined articles about workplace flooring safety and the advantages of slip-resistant metal flooring and secure publication in key trade publications. Many of the articles generated inbound sales inquiries directly from high-value customer accounts. Portavoce also booked speaking engagements at conferences where the company’s surface safety experts engaged with target customers in person to build relationships.

To support new product launches and increase interest in the company’s flagship portfolios, Portavoce wrote email content and collaborated with the in-house team to execute email marketing campaigns that nurtured customer leads they had from trade shows. The sector-specific email campaigns generated engagement from 35 top-tier customer targets using proven methods and best practices.

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The Results

By orchestrating outbound marketing communications campaigns, SLIPNOT expanded its customer base and established a strong voice as an expert in workplace safety and risk prevention.

35
New Customer Engagements

7
New Customer Leads

72
Articles Published

1.35M
Estimated Readers Reached

5
Speaking Engagements

Case Study

Industrial Manufacturer SLIPNOT Positions Itself as Trusted Safety Partner and Grows Business by Activating New Brand

The Challenge

The Solution

The Results

Ready to Mobilize Your Marketing?

Portavoce is a progressive integrated marketing communications firm that partners with middle-market growth companies. We work with business-to-business brands that are commercializing next-generation technologies and need to mobilize marketing for profitability.